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R/GA

R/GA Tells Story of ‘Holiday Dreams’ on 74 Screens for Samsung

R/GA teamed up with production company 1st Ave Machine to tell the story of a young girl’s “Holiday Dreams” for Samsung, using 74 different screens, from a 2-inch smart watch to a 65-inch curved HDTV, in the process.

The animated story begins with the girl sleeping in her bed on a winter night when her stocking “caught a ride, escaping to the cold outside.” From here, the girl searches for the stocking throughout various dreamscapes on different Samsung devices, until finally she finds herself “safe and sound and back in bed.” The ad ends with Samsung wishing viewers, “May all your holiday dreams come true.” We’re guessing, though, they might rescind that wish if your holiday dream includes a new iPhone.

It’s a cute story, and the way it’s told is certainly intriguing. Everything in the spot was shot in real time, with the devices all synced to communicate with each other as the animation jumped from one screen to another. If you’re wondering how exactly, R/GA and 1st Ave Machine pulled this off, stick around for behind the scenes footage after the jump. Read more

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Executive Shifts at R/GA Sao Paulo and San Francisco

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Last month we broke the news of an executive reshuffling at R/GA San Francisco. That move saw the departure of an MD and an ECD, and today we learned that the agency has tapped two Brazilian vets to replace them.

Paola Colombo, VP/MD, and Paulo Melchiori, VP/ECD, founded the shop’s Sao Paulo office in 2010, and they will hold the same positions in San Francisco moving forward. Fabiano Coura, another Sao Paulo co-founder, will step into Colombo’s role, with Technology Director Edson Sueyoshi moving up to VP.

Departed SF ECD Rob Smiley has gone the freelance route, and there’s no word on any new creative hires in Sao Paulo.

The change will be complete by March 2015, and all four executives will report directly to agency founder/CEO Bob Greenbergwho writes:

“I’m very excited to have Paola and Paulo return to the San Francisco market after successfully launching our award-winning São Paulo office, which after five years continues to grow exponentially.”

In other San Francisco agency news, Mullen/GS&P/DDB alum Stephen Goldblatt is now officially ECD at West, according to his LinkedIn page — so stop sending us tips about it!

R/GA Toasts the Holidays for Bailey’s

R/GA London rolled out a digital holiday campaign for Bailey’s, an extension of the brand’s global “Here’s To Us” campaign targeting millenial women, created by BBH London.

The digital extension celebrates getting together with friends — whether it’s going out and trying new places, as in “Here’s To Getting Together” (above), or staying in and hanging out, as in “Here’s To Staying In” (after the jump). Both videos, which launched in the UK last month and are now rolling out across Europe, feature montages of quick shots which together tell the story of a night with friends. In “Here’s To Getting Together” it’s “trying new places,” “catching up… on everything,” waiting for that one friend who’s always late and having just one more side dish. Each spot ends with the group of women toasting with a glass or shot of Bailey’s, implying the brand is part of the perfect evening.

In addition to the online spots there is also a campaign Tumblr page functioning as part of “a unique influencer campaign featuring women such as Daisy Lowe and blogger Eleanora Carisi.” The influencer campaign will include editorial interviews, Instagram content creation, and cocktails created by Daisy Lowe (UK), Jessica Weiss (Germany, of Journelles Blog) and Eleanora Carisi (Italy, of JouJou Villeroy blog) alongside “London Mixology icon” Missy Flynn.

“Our ambition is to create unique online content that captures the magic you feel when you’re with your best girlfriends and inspires women to raise a toast to each other with,” explains Dawn Allison, global digital marketing manager, Baileys, in a press release, adding that the campaign “marks a critical phase in our journey to re-ignite performance by putting consumer behaviour – serve and occasion – at the heart of every brand execution.” Read more

Two Executives Leave R/GA San Francisco

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This afternoon we learned that two executives are no longer with R/GA’s San Francisco office.

We don’t have much in the way of details, but we know that Managing Director Steve Weinswig and ECD Rob Smiley have left the IPG shop.

Weinswig joined R/GA as VP/MD in December 2011; he previously served as manager of San Francisco’s frog design and arrived at the agency with more than two decades of experience including a stint in accounts at Leo Burnett. He also helped co-manage R/GA’s Los Angeles office, which opened in 2013.

Smiley was promoted to the ECD position in early 2011 along with Mark Shewmaker, who is now chief experience officer at another Bay Area agency, SMITH. Prior to joining R/GA as a freelance CD, Smiley directed creative in-house at Apple, served as GCD and global creative director on Absolut at TBWA\Chiat\Day New York, and helped launch Chiat’s San Francisco office while working with clients like Levi’s.

A spokesman describes the decision to part ways with R/GA as “mutual,” noting that R/GA appreciates the work done by both parties over the years.

In case you missed them, the agency’s latest spots for Beats have been getting a good bit of attention from trade and sports/entertainment press outlets.

R/GA Gets Cam Newton to Scream for Beats

R/GA enlisted Carolina Panthers quarterback Cam Newton in its latest ad for fashion headphones brand Beats, entitled “Straight to the Gym.”

Newton, of course, is no stranger to advertising, having recently appeared in spots for Gatorade and Under Armour (which he can be seen wearing here).

The basic approach of the “Straight to the Gym” is nothing new. “Give up, that’s what they want you to do. Stop, that’s what they want you to do,” says Newton in a voiceover that plays as he puts on a pair of wireless Beats and begins an intense workout. The 60-second spot leans heavily on its soundtrack: Kendrick Lamar‘s guest verse on Jay Rock‘s “Pay For It.” In the ad’s most interesting moment, Newton lets out an agonized scream mid-pullup, driving home the message of the song, and the spot. The ad very much follows in the footsteps of R/GA’s recent ads for the brand showing athletes working out, such as the recent spot celebrating LeBron James’ homecoming, and this ad starring Serena Williams. Maybe it’s time to change up the formula?

Beats Celebrates LeBron’s Homecoming

Beats by Dre in collaboration with R/GA Los Angeles celebrates LeBron James‘ much discussed return to the Cleveland Cavaliers in a new campaign entitled “Re-Established 2014.”

The campaign is centered around a 2:15 ad crafted as a sort of love letter to James’ hometown of Akron, Ohio. The spot intersperses shots of the city, including signs in churches and movie theaters celebrating his return, with a shirtless James working out in an auditorium named after him at St. Vincent-St. Mary, the high school he attended in Akron, set to Hozier’s “Tale Me to the Church.” James wears Beats earbuds while working out, the only real nod to the brand in the spot. To add to the emotional impact, the voiceover is read by Gloria James, LeBron’s mother. “This is the city that raised you,” she says, “I’m so proud of you. Welcome home, son.”

Given James’ star status and the emotional tone of the ad, it was bound to attract attention. So it shouldn’t come as a surprise that the video has already received over four million YouTube views since its debut two days ago. Expect that number to balloon by the time the NBA season kicks off next Tuesday. Other, shorter supporting spots in the campaign highlight different aspects of Akron, LeBron’s upbringing and homecoming.  Read more

R/GA Global CCO Nick Law Thinks Analog and Digital Can Get Along

In case you haven’t seen it yet, IAB’s Peter Minnium recently had a conversation with Nick Law, global CCO at R/GA, about a subject close to all of your hearts: digital vs. analog in the ad world.

In this one-on-one interview, Law elaborates on a point made in an earlier lecture: storytelling and systematic thinking can both be creative. In fact, Law implies that the ad world’s focus on narrative above all other things (combined with the egos of certain “analog” creatives) has placed agencies at a disadvantage.

We’d like to see creative departments’ reactions to Law’s assertion that the new dynamic duo isn’t an art director and a copywriter but, rather, “a storyteller and a systematic thinker” — and that the two mindsets aren’t as far apart as we might think.

R/GA Reunites The Hoff, KITT for Samsung Smart Home

R/GA reunites David Hasselhoff and talking car KITT from Knight Rider (voiced by William Daniels) in a new spot for Samsung Smart Home.

Hasselhooff talks up the features of the Smart Home, calling it “literally the smartest thing ever,” which causes a fit of jealousy in KITT. The remainder of the two-minute spot deals with the fracture in the relationship between KITT and The Hoff, as KITT attempts to enact revenge and sabotage the shoot. Hasselhoff also has some fun playing on his own character, at one point referencing Knight Rider while attempting to flirt with a boom mic operator — to which she responds, “I think my dad might have mentioned it.” It’s all about as goofy as you’d expect, given Hasselhoff’s involvement, and has some fun moments, although it could have benefited from being edited down a bit from its two minute run time.

Staffing Changes at R/GA New York

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When we last heard from R/GA New York, the agency announced the hiring of ECD Mike Rigby, formerly with Interbrand Australia, to help advise clients on brand strategy.

Today brings word of more changes at the New York office (which will soon begin its transition from an agency headquarters to a fancy hotel): an unknown number of staffers are now unemployed. Here’s the agency’s official statement:

“As with any agency of our size, there are always staff changes occurring. However, we are not currently nor do we plan on executing any large scale layoffs at R/GA.”

We can confirm that Nick Katsivelos, managing director of technology and strategy, resigned to take a position at digital business platform Apigee. CTO John Mayo-Smith resigned to join an unnamed non-profit.

We can provide one important detail: the pink slip party will go down at The Frying Pan on West 26th Street and the Hudson River at 6 PM tonight.

Samsung’s ‘The Match’ Finally Reaches Its Conclusion

Cheil Worldwide teamed up with production company Psyop for the six minute conclusion to Samsung’s ambitious sci-fi soccer epic, “The Match.” The first episode in the series launched all the way back in November.

“The Match Part 2″ picks up with Earth’s Galaxy 11 team trailing 3-1 at the half, and in need of some serious rallying to defeat the alien team. Of course, it’s hardly a spoiler to give away that the team is up to the task. Samsung wasn’t about to end its month long campaign with an alien apocalypse, as that would hardly help them move product. For those who have been following all along, it’s the ending they were waiting for. While Samsung’s timing is a little questionable — “The Match Part 2″ was released just two days ago as a coda to the World Cup, while “The Match Part 1″ made its debut with the opening of the tournament — it has still seemed to find its audience, with over four million views in two days. We’ve included “The Match Part 1″ as a refresher after the jump. Read more

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